With the holiday season quickly approaching, digital resources continue to make it convenient for companies to reach current and potential customers about their latest offerings, even when people are busy on the go.
But whether they’re in the market to catch a deal on an affordable streaming service package to view their favorite TV series, trying to replace an essential household appliance that suddenly stopped working, or sprucing up their apparel options for an upcoming event, it’s not always easy to captivate and keep their attention.
To effectively meet shoppers in real-time, eight Fast Company Executive Board members are experiencing the benefits of direct marketing through interactive shoppable videos on social media. Here, they explain the impact of this type of engagement and how it is helping them to educate consumers about their brand and build on the company’s reputation.
1. IT MEASURES ENGAGEMENT FROM IMPRESSION TO PURCHASE.
Shoppable social media posts are a game changer for us. Historically, the measurement of sponsored content stopped at the click. Now that we have the technology to embed shoppable links directly within social media content, we can measure from impression to purchase. This dramatically improves our ability to track progress. This is especially a game changer for food brands that are new players in the D2C game. – Danielle Wiley, Sway Group LLC
2. IT PROVIDES CUSTOMERS WITH PRODUCT EDUCATION.
We created an impactful brand influence through short videos and posts. Interactive and shoppable videos and social media posts have enhanced business growth potential by allowing customers to engage more easily with products. By providing an interactive experience, customers can better understand the product and its capabilities. This engagement often leads to increased sales and brand loyalty. – Candice Georgiadis, Digital Agency, Inc
3. IT SPIKES PLATFORM DWELL TIMES.
Anytime you implement interactivity on your platform, your dwell time spikes. Higher dwell times in every case will increase your stickiness and probability of converting a customer from a visitor to a lead or paying customer. In one of our B2B businesses, our interactive video chat using videoask by Typeform has increased leads by 300%. This has had a direct impact on the company’s bottom line amounting to thousands in new revenue. – Tyrone Foster, InvestNet, LLC
4. IT UNIFIES MULTIPLE BRAND PARTNERSHIP GIVEAWAYS.
Partner with multiple brands to create a desirable giveaway to kick off the holiday season. Followers from each company’s page will be introduced to new products just in time for the seasonal shopping rush. This strategy can be repeated throughout the year with different themes as well. – Kelley Higney, Bug Bite Thing
5. IT HELPS BUSINESSES CREATE THEIR OWN CUSTOMER DATA PLATFORM.
The landscape is shifting from social media to social commerce. Moving people from the Meta and Google ecosystems to a brand’s shopping experience is crucial to future success. Smart companies are moving away from renting success from the duopoly to owning success through unified data strategies housed in an owned customer data platform. – Patrick Goggin, Jacobson Rost
6. IT CONTRIBUTES TO THE GROWING ECONOMY.
In all transparently, the rise of social commerce has impacted our business for the better. It’s the reason why our business as a technology provider is thriving. Companies must realize that it’s no longer enough to only gauge success around views and engagement rates. – Jessica Thorpe, gen.video
7. IT INFLUENCES THE BUYER’S DECISION-MAKING PROCESS.
In our work for clients, we have seen a significant shift in how the consumer is consuming content. The ability to interact and shop on videos helps leverage the “moment of truth” to become a “moment of decision.” – Krishnan Venkata, LatentView Analytics Corporation
8. IT DEVELOPS DIGESTIBLE CONTENT.
Through interactive and shoppable videos, business leaders can create digestible snippets of content to capture short attention spans. However, the key is to produce content that is compelling enough for the viewer to want more. – Britton Bloch, Navy Federal